If any of these are your reasons for a rebrand, don’t do it!
In my previous article, Why Rebrand? I outlined a small set of reasons that
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Thoughts prepared for the Chicago Museum Exhibitors Group on the topic of Rethink, Rebrand: Why, When and How Museums Reinvent Themselves
This article and those that follow
At Communicating The Museum Brussels, Raquel Meseguer, who hails from the theatre world, gave a seemingly unassuming presentation that was actually electrifying and a revelation: Dreams of
Artists don’t usually think of themselves as brands. I’m sure the idea chafes. “I am an artist” is an assertion against branding and its requisite responsiveness to
The second of Peter F. Drucker’s five most important questions is “Who is our customer?” Like all of his questions, it is deceptively simple. The most common
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Jim Collins says, “A company should not change its core values in response to market changes; rather, it should change markets, if necessary, to remain true to
The arts are one key to unlock the American dream. Museums did this for me. What does it cost the government to do this for the next
In addition to the institutional Brand Pyramid, all products can have their own Brand Pyramids, Brand Maps and Competitive Advantage Diagrams. This allows you to market those
The Marketing Targets Diagram presents a strategic hypotheses that clarifies which of your marketing targets should have marketing resources applied toward them, which of them should be